| الوصف: |
Building on the sociocultural dimension of consumption, this chapter sees consumption as the interaction between individuals, products, and meanings. One of the frameworks within consumer culture theory, symbolic interactionism, further explains this co-creation of meaning, building on the idea that people are creating their reality when interacting with one another. A theory providing us with greater detail in how people interact with one another is role theory, according to which people play various roles in their lives, some with greater and some with lesser importance, and each one of them is accompanied with certain expected behaviors. One of the roles we play in contemporary societies is that of a consumer, providing us with an explanation of why the things we expect from consumption change over time. In this, the above will be analyzed parallel to the identification of constructs from the marketing literature for the proposed framework. |